Ling's got some solid points to make. For example, the silly things she does on her site builds trust with her customers because her customers get more of a glimpse into her personality compared to other dealerships. Trust converts more than pretty, or sensible, visual design.

It's taking branding in a different direction than what we normally consider and I think it's worth while to think outside the box most of us put ourselves in when considering how to maximize conversions. I don't know if what Ling's doing is optimal, but it definitely sheds light on other approaches that are sometimes ignored.

Man, this is so enlighting. Much more than most of what I rad on HN for some time. Thx for the link!